Are You What You Tweet? The Impact of Sentiment on Digital News Consumption and Social Media Sharing
COM2 Level 4
Executive Classroom, COM2-04-02
ABSTRACT:
In the current ecosystems of digital content and news media, social media have become important for content providers to attract their site traffic for increasing online advertising revenue as well as digital presence. Prior research has shown the significant effect of sentiment on content consumption on a single platform. Using rich clickstream data on online news readership obtained from an English newspaper in an Asian country and social media data collected from Twitter, we find the differential effects of sentiment on readership and sharing behaviors across news content sites and third-party social media platforms. The findings provide direct and actionable implications for news editors about crafting their content to attract more readers. Further, this paper contributes to the emerging literature on content engineering that aims to develop content design strategies by combining content characteristics from large-scale textual data with business-related outcomes.
BIODATA:
Hyelim Oh is an Assistant Professor of Information Systems and Analytics at the National University of Singapore. She received her Ph.D. degree in Business Administration from McGill University. Her research interests include the business impacts of social media, value co-creation in crowdsourcing and open innovation, and healthcare analytics. Her papers have been published in MIS Quarterly and won the Best Paper Award at International Conference on Information Systems (ICIS).